1. IntroductionMcDonald’s Corporation (MDC) is one of the best-known fast food restaurants worldwide and it is serving millions of customers each day. On an average day, more than 68 million people eat at one of the company's more than 33,000 restaurants, which are located in 119 countries on six continents (McDonald's). About 9,000 of the restaurants are company owned and operated; the remainder are run either by franchisees or through joint ventures with local business people (Tucker) With its brand mission, “to be our customers' favorite place and way to eat”, the company launched its new McCafé brand in Canada, a new line of brewed coffee and espresso-based beverages, as well as a so-called restaurant “re-imaging” that creates a defined in-restaurant space for McCafé (Powell) . With the customer’s choice of two per cent or skimmed milk, MDC offers a variety of hot drinks including Espresso, Americano, Cappuccino, Latte, Mocha, and Hot Chocolate; and cold drinks like, Iced Mocha and Iced Latte. Senior vice-president and chief marketing officer, Joel Yashinsky, stated that McCafé represents one of the biggest product launches in MDC history, surpassing that of both breakfast and pizza (Powell). MDC also showed its competitiveness in the market after launching McCafé less than a week after Tim Horton’s similar espresso launch announcement (Craik). Since coffee is the nature of McCafé, the target market will be focused on the luxury coffee crowd (Coleman, Gao and Kim). Young adults and adults in the working population can be possible target markets (Huang).

2. Situation AnalysisMcDonald's (MDC) is the world’s largest fast food restaurant chain, known for its world famous French Fries, Big Mac, Quarter Pounder, Chicken McNuggets, and Happy Meal. It opened in Canada as its first foreign country franchise in 1967 (FinCad). The company is known for its cheap, quick and unhealthy product. A study of Coleman, Gao, and Kim states that the fast food giant tried to change its image by adding healthier items like salads and wraps (Coleman, Gao and Kim). To be able to succeed in its marketing strategies, MDC makes sure that the internal and external factors that affect the company are not taken for granted. Some of the important features of the organization are its financial, physical assets, human resources, and intellectual property rights. 2.1Internal Environment

2.1.1 Financial
Exhibit 1. McDonald's Net Income for 6 Years

Even though there was a 32% drop in the company`s net income in 2007, a study of Coleman, Gao, and Kim states that estimated total revenue within the fast-food world market in 2007 was $120 billion, with MDC leading with a 19% market share over major competitors such as Doctor’s Associates, Inc. (Subway) and Burger King (Coleman, Gao and Kim). 2.1.2Physical Assets

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...﻿McCafe
Hardcastle Restaurants Private Limited (HRPL), a Master Franchisee for west & south India operations of McDonald’s Restaurants and a wholly owned subsidiary of Westlife Development Limited, a company listed on the Bombay Stock Exchange (BSE : 505533), officially announced the launch of the first McCafé® in-restaurant at its McDonald’s® Restaurant at SOBO Central, Mumbai, today.
In embracing the coffee culture that is fast gaining acceptance in India,McCafé® aims to reach out to as many Indians as the best place to enjoy a range of premium specialty coffee including cappuccino, latte, iced mocha and frappe. With a strong coffee foundation, HRPL (McDonald’s West & South India) recognized an unmet need, for existing and new customers, in the rapidly growing Indian specialty coffee segment. In addition to extending its McCafé® product portfolio, the restaurant re-imaging initiative gave the company a unique opportunity to create a defined space for McCafé in-restaurant, creating a brand within a brand at the point-of-sale. The concept of McCafé® operating inside the existing McDonald’s® restaurants opens the door to more Indians to a premium coffee experience.
The launch of McCafé® brand will be a major step in the beverage growth strategy and building on the strong brewed coffee success. The expansion of the McCafé® brand and its product offering is part...

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Psychographics are the attributes that describe the personality, attitudes, beliefs, values, emotions, style, opinions of customers, and prospective customers. It helps the market to pick up the market targets, and research how markets differ from one another. It does this by distinguishing people’s life style. Magazine ads contain different symbolic messages to reach their audience. People who spend hundreds, thousands, or even millions on ads know who is reading a certain magazine. Advertisers take our attraction with pleasing images and captions to draw us in. The purpose of understanding target market and their psychographics will enable business people to advertise, market, and sell to them more effectively.
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3
Figure 1: Generic Strategic Options
Amazon.com operates using a Hybrid Business Strategy which combines two of the abovethree strategies depending on the Business sectors it is operating within. According tocommon belief, a
ll three strategies can’t be combined especially cost leadership and
differentiation as
‘differentiation is usually costly...
conversely; cost leadership often requiresa firm to forego some differentiation by standardising the product, reducingmarketing
overhead, and the like’
(Porter, 2004, p. 18).Within the period of 2009-2012, the one market that Amazon tapped into and turned itself into a global leader was the e-book reader market. The Hybrid strategy used towards this wasthe Cost Leadership and Focus Strategy where Amazon.com created its very own e-book reader called the Kindle of which an estimated
‘200 million units
have been shippedworldwide since 2009 and another 1 billion are predicted to ship over the next five years
’
(Forbes, 2013). In terms of Kindle, Amazon introduced a new product within an alreadyexisting niche market, but made it small and innovative and advertised it through its alreadyexisting large customer base giving it the competitive advantage and attractiveness it requiredto shift units in bulk.Kindle, a very recent innovation, has propelled Amazon to new heights within the e-commerce business. Despite the innovative Kindle
receiving the Reader’s Choice award for
the best e-book...

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Table of Contents
Introduction to marketing strategy………………………………………………………………2
McDonald’s Pakistan History………………………………………………………………….2&amp;3
McDonald’s Pakistan……………………………………………………………………………3
Marketing Strategies…………………………………………………………………………….4
Mission Statement……………………………………………………………………………….4
Business Strategy………………………………………………………………………………...4
Strategy as per Pakistani Market…………………………………………………………………4
Segmentation, Targeting, Positioning…………………………………………………………….5
Marketing Mix Strategy…………………………………………………………………..5, 6, 7&amp;8
Co-Branding Strategy………………………………………………………………………….8&amp;9
Advertising Strategy……………………………………………………………………………...9
Positioning Strategy………………………………………………………………………….9&amp;10
Growth Strategy…………………………………………………………………………………10
Service Management Strategy……………………………………………………………...10&amp;11
Product Growth Matrix……………………………………………………………………..11&amp;12
Operations Competitive Strategy……………………………………………………………12&amp;13
Conclusion……………………………………………………………………………………….13
Introduction of Marketing Strategy:
Marketing strategy is very much important for developing any of the business. Without it, the effort of the business to attract the customer is random and very insufficient. The main strategy of your strategy must make that your product should fulfill the demands of the consumers and as well as it maintains the long term relationship with those consumers. To achieve this, you will have to...

...﻿McDonald’s Expands Globally While Adjusting Its Local Recipe
400160569 德文四 朱妤屏
401351531 經濟三 蔡雨珊
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McDonald's global marketing strategy is based on combination of global and local marketing mixed elements . For instance , McDonald's business model which is depicted by the “ three-legged stool “ of owner /operator , suppliers and company employees , is their foundation , and balancing the interest of all three groups .
There is a marketing mix development – 4P's . First : Product , just like big mac , they always produce it with fixed lettuce , beef , cheese and sauce .Second : Promotion , for example , the adcertising slogan “ I'm loving it “ , it is well-known for everyone who listen to it will come to mind that is McDonald . Third : Place , there are free-standing restaurants in high-traffic public areas .Fourth : Price , average price of Big Mac is 4.20$ .
McDonald think globally and act locally , also think locally and act globally . However , it gets both of globalization and global localization . For example , the Hindu religion prohibits eating beef , so McDonald's developed the Chicken Maharaja Mac specifically for India . And the average price of Big Mac is $4.20 in U.S.A , $6.79 in Norway and $2.44 in China . Therefore , the price of product in McDonald will adjust in the GDP in that country .
1-19.
McDonald’s operation system and marketing strategies...

...McDonald’s as a Global Franchise
Everyone knows McDonald’s, every kid’s and adult’s favorite fast food restaurants. McDonald’s has successfully infiltrated different market economies around the world. McDonald’s first established in 1948 in San Bernardino in California, over 50 years, this cooperation has able to expand itself into 119 countries throughout the world. How did it become so successful? It took the smart approach and researched the taste and need in each country before entering the market. McDonalds is one of the biggest fast food chains around the globe. It has located itself in 119 countries over the past 50 years since it has been established. Even though fast food is eaten mostly in western cultures, McDonalds has positioned itself in every single continent, integrating into different countries culture. This company has successfully marketed themselves globally, and is a good example of a global brand that everyone recognizes despite of culture, gender, and ethnicity.
Different cultures have their own set of consumer needs, wants, and demands and to be a successful global fast food company they have to take those needs in consideration. McDonald’s has become such a global powerhouse, with 33,000 restaurants worldwide, because they were able to diversify items on the menu to fit consumer taste buds. In every country, McDonald’s still kept their classic meals – the Big Mac, French Fries, Soda (Coke, Sprite)....